What is brand positioning and how does it start?

It means holding a specific place, for a specific customer, solving a specific problem. The most practical start is completing four sentences: who we're for, what problem they have, what solution we offer, and — unlike which competitor — how we differ.

What if our business offers diverse services?

Diverse services aren't the problem; a diverse message is. You can have separate messages and pages per service line, but the homepage and each ad must target one specific audience, not all of them at once.

How do we know our positioning works?

Three simple tests: current customers confirm your sentences; new customers understand it's for them in the first seconds; and in the first call, the question "what exactly do you do?" no longer comes up.

Before You Sell, You Have to Be Understood

By Hassan Saber · 8 min read

Brand positioning isn't an expensive exercise for big companies only. A simple exercise to start with.

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